All of the winners from The Drum Awards for Social Purpose 2024
Ogilvy UK took the Grand Prix for its work with the Mayor of London, while Dentsu Creative Amsterdam received the President’s Award for its work with KPN.
Ogilvy UK for Mayor of London
As part of The Drum’s annual Awards Festival, today we celebrated The Drum Awards for Social Purpose. If you missed the show, you can watch it on-demand now on The Drum TV.
Taking home the top prize, the Grand Prix, is Ogilvy UK for its ‘Say Maaate To A Mate’ campaign for the Mayor of London. The bold campaign looked to empower men and boys to challenge misogynistic male behavior against women and girls. The fully integrated campaign combines creativity and behavioral science and collaborations with comedians, social media influencers and activists and comes to life in posters, billboards, gifs and partnerships, culminating in a seamless interactive film that holds 270 possible narratives, depending on when you choose to say “Maaate” to your mates.
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The recipient of the President’s Award, meanwhile, as chosen by jury head Firdaous El Honsali, global and North America vice-president for Dove Masterbrand, is Dentsu Creative Amsterdam for ‘A Piece of Me’ for Dutch telecommunications provider KPN.
To raise awareness of online shaming and how victims are often portrayed as perpetrators – a major problem with major consequences ranging from loneliness and depression to suicide – Dentsu Creative Amsterdam worked with KPN to launch a campaign with an important message: ‘Think Twice before you forward.’
Collaborating with popular Dutch singer-songwriter Meau as well as experts and victims, they created a song and music video that show how forwarding without consent can ruin someone’s life.
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You can read the full list of winners below and read the stories behind the winning work on our Case Studies hub.
President’s Award
Gold: Dentsu Creative Amsterdam for KPN
Grand Prix
Gold: Ogilvy UK for Mayor of London
Advertising for Good
Gold: Area 23, an IPG Health Company, for Aster
Silver: AMV BBDO for Copi (the Central Office of Public Interest)
Bronze: Dentsu Creative Amsterdam for KPN
B2B For Good
Gold: Edelman for Dove/Unilever
Gold: LePub for Heineken
Silver: Brands2Life for Experian
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Big Thinking
Gold: Dentsu Creative Amsterdam for KPN
Silver: Ogilvy for MyDawa & Kenya Red Cross
Bronze: Penguin Random House UK
Brand Partnership
Gold: Ogilvy for MyDawa & Kenya Red Cross
Bronze: Sela for Sela x Newcastle United
Change-Maker of the Year
Bronze: Brandfuel
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Charity or Not-for-profit
Gold: FCB Chicago for Digital Public Library of America
Silver: Ogilvy UK for My Life My Say
Bronze: Media Bounty for Men’s Minds Matter
Community Engagement
Gold: Ogilvy Honduras for Regal Springs
Bronze: MullenLowe for Unilever
Bronze: Rantau+ for Measat
Content For Good
Gold: Sela for Sela x Newcastle United
Silver: Vodafone Foundation
Bronze: Disney Star Network
Bronze: Ogilvy UK for Dove
Data and Insights
Gold: VML for Asdra (Asociación Sindrome de Down de la República Argentina)
Silver: Sanofi
Bronze: Bray Leino for Novo Nordisk
Design for Good
Silver: Team Design Studio for Children’s Hospital Association
Silver: WongDoody for Divergenres
Digital for Good
Gold: FCB Chicago for Digital Public Library of America
Environment and Sustainability
Gold: Catalyst Creative for Affinity Water
Gold: White Rivers Media for Astral Foundation
Silver: Brands2Life for Autodesk
Silver: Rantau+ for Landasan Lumayan
Bronze: Ogilvy for Filsa
Experience for Good
Gold: Zulu Alpha Kilo for Street Labs
Silver: Sela for Sela x Newcastle United
Silver: VML UK for Canon
Bronze: Goodby Silverstein & Partners and Critical Mass for Courageous Conversation Global Foundation
Fundraising
Gold: Good Agency for Crisis
Government or Public Sector
Gold: 23Red for NHS England
Gold: Ogilvy UK for Mayor of London
Silver: VML UK for NHS Blood & Transplant
Healthcare and Pharma
Gold: Edelman for Unilever/Lifebuoy
Gold: Ogilvy Mexico/ Ogilvy Health NY for Fundación de Alba
Silver: T&Pm for Karo Healthcare
Inclusivity and Diversity
Gold: T&Pm for Karo Healthcare
Gold: FCB Canada for Adidas
Silver: FCB Canada for Canadian Down Syndrome Society
Bronze: Disney Star Network
Integrated Campaign - For-Profit
Gold: Addmustard Limited for Sokito
Silver: 72andSunny for United Airlines
Integrated Campaign - Not-For-Profit
Gold: VML UK for NHS Blood & Transplant
Silver: Ogilvy UK for My Life My Say
Bronze: Forsman & Bodenfors London with The Academy PR for Marie Curie
Media for Good
Gold: Mediaplus North America for Anzen Health
Bronze: Hearts & Science - Australia for Sanofi Consumer Healthcare Australia
PR For Good
Gold: Area 23, an IPG Health Company, & Weber Shandwick for Callen-Lorde, Metropolitan Transportation Authority, NYC LGBT Historic Sites Project
Gold: FCB Canada for Adidas
Silver: Sela for Sela x Newcastle United
Bronze: Fanclub for Smol
Public Awareness
Gold: Dentsu Creative Amsterdam for KPN
Gold: VML UK for NHS Blood & Transplant
Silver: VML UK for Canon
Social Media For Good
Gold: FCB Canada for Canadian Down Syndrome Society
Silver: Jungle Creations
Bronze: FCB Canada for Adidas
Video and Film
Gold: Red Consultancy for Avon
Gold: Shelter
Silver: Sela for Sela x Newcastle United